YPSE project - A journey towards fair future

A JOURNEY TOWARDS FAIR FUTURE

A GUIDELINES FOR FAIR TRADE ORGANIZATIONS TO INVOLVE YOUNG PEOPLE IN FAIR TRADE

INDEX

1) SUMMARY OF THE GUIDELINES CONTENTS

2) A PREAMBLE – INTRODUCTION

2.1 Fair Trade For Future: the Guidelines goal

2.2 the YPSE project short description

3) FAIR TRADE VS YOUNG PEOPLE PROBLEM: BACKGROUND, PROBLEMS’ MAP AND CAUSES

3.1 The perception of “Young people” with respect to Fair Trade

3.2 The YPSE Problems’ Map

4) THE PROPOSALS

4.1 the LANGUAGE (how to communicate)

4.2 the ACTIVITIES (what to do)

5) THE YPSE YOUNG PEOPLE

6) APPENDIX (with the “Guidelines evaluation form”, to be filled by the FTO that receive it)

7) CREDITS

A PREAMBLE

This document presents one of the results of the YPSE project, produced by around 200 YP unknown to each other coming from 4 different continents, representing 4 FT Organizations.

The Young People - after preliminary work and national meetings - met for 4 international meetings in the 4 different countries, with the aim of working on a theme as large as unexplored: the presentation of proposals to make FT Organizations more and better attractive towards YP.

For the first time in the FT context, a project deals with how to bring FT closer to YP. An ambitious goal, which goes beyond FT itself, because it addresses global world challenges (Climate Change, Migration, growth inequalities...), and thus contributes to future Sustainable Development. The following contents are direct expression of

the work of young women and men involved by Altromercato (Italy), Earth Net Foundation (Thailand), Meru Herbs (Kenya), Norandino (Peru), and they are the main authors of these guidelines. To all of them goes a BIG THANKS for their commitment to a better future for all.

This document addresses the YPSE partner organizations, and the FT world, hoping to give a contribution to their strategies and make them more adequate to face future’s challenges.

ACRONYMS:

FT = Fair Trade

YP= Young People

YPSE= Young People for Sustainable Economy

FTO= Fair Trade Organization

The aim of this document is that of presenting to Fair Trade Organizations proposals about how to be more attractive towards Young People. Yet, the message from Young People involved in the YPSE project - of which this Guidelines constitutes one of the results - is broader: it includes the need for Fair Trade Organizations to innovate themselves, in order to be more suited to a world where social priorities and ways of communicating are different, compared to when the Fair Trade movement was established and first promoted its identity.

The wish is that of contributing to the strategies and actions of the Fair Trade Organizations future’s challenges. The first part of the Guidelines is dedicated to understanding the relationship between Fair Trade and Young People, presenting then a PROBLEM’s MAP with the factors that discourage Young People from interacting with Fair Trade, grouped in 3 areas: COMMUNICATION, ACTIVITIES, INTERNAL/ORGANIZATIONAL, where the Communication Area is the most problematic.

The Guidelines’ core section is the list of PROPOSALS related to the LANGUAGE (how to communicate) and ACTIVITIES (what to do) that can better put Fair Trade Organization into contact with Young People, improving their engagement as volunteers, possible consumers, and ambassadors. The proposals also include recommendations about how to manage Fair Trade Organizations based on the participation of volunteers, such as in the Fair Trade shops. The Proposals reflect the different needs and context in which Fair Trade Organization based in the global South or North are operating.

2.1 FAIR TRADE FOR FUTURE: THE GUIDELINES GOAL

Over its sixty years of history (thirty-five in Italy) and global presence, FT has not only supported small producers and local communities, but it has also shown that it is possible to bring justice in world trade, establishing a structured economic model, applicable everywhere, internationally recognized as part of Sustainable Development. But living up to this ambition requires adapting to economic and social trends.

Current data show that, despite the growth of social awareness and collective consciousness toward sustainability issues, FT has less appeal to YP. This represents a risk factor for the whole FT movement, and in particular for the FT Shops and producer organizations - that are the FT roots - who face an increase in the volunteers and collaborators average age, and problems in replacement of administrators/ activists.

Here is where the YPSE-YP for Sustainable Economy project comes from, led by Altromercato, co-funded by the European Union (Erasmus+ Program) and having as partners FT producers of great experience as Earth Net Foundation/Green Net Cooperative in Thailand, Meru Herbs in Kenya and Cooperativa Agraria Norandino in Perù.

All these organizations work by involving YP as producers, community support workers and volunteers. The YPSE project goals are:

• to support motivations and competences of YP involved in FT

• to produce ideas and tools to better communicate with YP, and involve them in FT

• to stimulate innovation in YPSE partners and FT actors.

The expected YPSE impact is:

→ for the YP involved: encourage commitment, awareness and entrepreneurial spirit by improving skills, critical thinking and deepening the FT values

→ for participating organizations: define new goals and work plans, through a better understanding of new generation’s trends and expectations, and more effective communications and activities addressed to them

→ for FT in general, and other partner organizations: disseminate the YPSE results in the partners networks: WFTO at world level, Equo Garantito in Italy, producers in Peru, Kenya, Thailand, and their national networks and local partners.

The key added value of the YPSE project lies in Chapter 4 “Proposals”.

To better understand its innovative contribution to FT, it is important to pay attention to the project’s path, and to the analysis of the theme “FT vs Youth” that inspired them, presented in Chapter 3.

2.2 THE YPSE PROJECT: A SHORT DESCRIPTION

The YPSE project develops through the involvement, by the YPSE partners, of groups of YP (about 200 persons under age of 30) interested in FT or Sustainable Economy, stimulating them to reflect on the role of FT and, consequently, to propose languages, activities and paths of change that stem from their knowledge and expectations, in order to engage more YP in FT and Responsible Consumption. Started on 1st October 2021 and lasting 2 years, YPSE is a highly innovative project, as it brings together for the first time many YP with different backgrounds, together with FT’s importers and producers, in a long and structured path where they are all involved in the investigation of FT’s current limits, making “peer-to-peer” proposals to attract YP, and translating them into 3 final products:

→ These Guidelines, for FT Organizations

→ A digital “Handbook”, hosted on the YPSE partners’ website, to involve YP in issues of Responsible Consumption

→ A Video dedicated to attract YP to Responsible Consumption and Sustainable Economy.

The content of the 3 products is made up 100% of their reflections, proposals and work.

Focus of the project’s unfolding were the considerations and suggestions emerged from the 4 national groups of YP activated by the YPSE partners, and from the 4 international meetings, held in Kenya, Peru, Italy, Thailand, for a total of 16 training days (in addition to numerous other meetings with FT and other local organizations, and exchanges between meetings), in which a total of around 80 YP participated. The results of each meeting were shared among all the YP involved in the project, feeding the work of the next meeting. These are the main YPSE project’s stages:

1. Research of YP to be introduced in YPSE, and their involvement in the analysis of the problem “FT vs Youth”, and the objectives to be achieved (December ‘21-March ‘22)

2. Conducting a Survey in each country of residence of partners, about the perception of FT by YP of that nation (January-March 2022)

3. Choice of the group of YP (16 for Italy) to be involved in international meetings, and their training with respect to the final products to be realized (April-May 2022)

4. Kenya (July 2022): the I° International Youth Meeting; goal: defining the reasons why FT struggles to involve YP

5. Peru (September 2022): II° international Youth Meeting; goal: defining the contents of the Index of the Guidelines and Digital Handbook

6. Italy (November 2022): III° international Youth Meeting; goal: defining the contents of the Guidelines and the Digital Manual, and the reference criteria for the realization of the Video

7. Thailand (February 2023): IV° international Youth Meeting; goal: deailing the contents of Guidelines and Digital Manual, and defining the Video’s storyboard

8. Sharing the criteria, contents and work plan for the realization of the 3 YPSE products, among the YP involved and the YPSE partners of (March 2023)

9. April-July 2023: realization of the 3 YPSE products

10. September 2023: product presentation and dissemination

3.FAIR TRADE VS YOUNG PEOPLE PROBLEM: BACKGROUND, PROBLEMS’ MAP AND CAUSES

The reasons why in recent years YP seem less attracted to FT are many and complex: they vary from a new approach of YP to volunteering and social commitment, to the change of social priorities; the whole world of volunteering and social organizations is affected by them. In order to provide effective and workable answers to this issue, it was essential to analyze the causes behind this situation. This is why the first phase of the project consisted of reflections by the YPSE YP on this theme, followed by a subsequent research aimed at outlining the perception of FT by YP in general. The results of these two phases are fundamental to understand the “PROBLEM MAP”, and the consequent proposals presented in the next chapter. Before presenting them, though, it is useful to mention the relationship between “FT-Volunteer-Youth”.

Alongside a radical change in the social priorities perceived by the people, such that the founding themes of FT - such as poverty in the Global South, workers’ rights, the excessive power of multinationals - are less prioritized than in the past, the youth has specifically changed

its attitude to volunteering and social commitment. YP today express their solidarity and commitment in ways different from those of previous generations: they express their support with less continuity, merging commitment with fun, giving priority to the issues that concern their own present and future, or immediate satisfaction, demonstrating themselves less interested in assemblies and traditional forms of association, acting more often on an individual basis, and adhering to structured organization only when they truly offer them spaces and opportunities, still often on a temporary-basis. Hence the focus on activities related to climate change and environmental issues, or on social and civil rights issues. These themes are evidently perceived as more engaging themselves, and as more interesting to act upon both at social level and in light of their importance to build the future.

This is a challenge for FT organizations, as many of them are based on forms of communication and activism that have enabled their development in past decades, but that in the present struggle to involve and give space to YP. This is especially true for those organizations whose work is most based on volunteering, and their direct connection with consumers: the FT shops, particularly present in Italy and Europe. The diminished involvement of YP in FT therefore appears to be the result of both external causes (the social changes described above), and causes internal to FT itself, accustomed to dealing with a “historical” volunteering which has remained stable and consistent with its values. As a result, FT appears to be less appropriate in a context where YP have multiple, flexible, often precarious, personal lives and career paths. Adding to this is the current lack of job prospects within the FT organizations, and the difficulty of its historical leadership groups, often no longer young, to promote youth leadership and/ or participation in decision-making process. This produces a situation where the difficulty of attracting YP adds itself to another, and probably the most relevant issue, i.e. the capacity to keep them gravitating around the organizations, thus contributing to the asymmetry between the “demand” of volunteers by FT organizations, and the volunteers’ “offer” by YP, which struggle to match effectively and virtuously for both sides.

Per informazioni sul volontariato in Italia, e sulla partecipazione dei giovani, leggere il Capitolo “Relazioni Sociali” del rapporto ISTAT “RAPPORTO BES 2021: IL BENESSERE EQUO E SOSTENIBILE IN ITALIA”: https://www.istat.it/it/archivio/269316

The first two phases of the YPSE project were dedicated to understanding the FT vs Youth problem, through 2 steps, carried out in each country of residence of the partners: in the first, the YP involved outlined their own vision of FT and of the reasons why it lacks attractiveness towards new generations (see figures in next page); in the second, a survey was devised and circulated on the perception of FT by YP of that nation. In the first international meeting, the YP from the 4 YPSE partners presented their results and compared them in order to highlight the main and common aspects: what emerged is the PROBLEMS’ MAP (that is a reasoned list, divided by areas, of the main problems that cause the low participation of YP in FT, see p. 7), fundamental to achieve the objectives of the YPSE project, as suggesting effective solutions for the low attractiveness of FT towards YP (the subject of international meetings between YPSE participants indeed) requires first and foremost a careful to well understanding of its causes.

3.1 FAIR TRADE VS YOUNG PEOPLE PROBLEM: BACKGROUND, PROBLEMS’ MAP AND CAUSES

The following 3 figures presents the synthesis of the point of view about FT made by YP involved in the project (authors: the YPSE Italian Young Group)

In the brown area the FT aspects perceived by FT staff and operators; in the blue area the YP/ Customers perception

Causes of the negative perception of FT - 1

Causes of the negative perception of FT - 2

SYNTHETIC INFORMATION ABOUT YOUNG PEOPLE INVOLVED IN ITALIAN FAIR TRADE SHOPS

Summary of the survey made through interviews with 36 ft young volunteers, 6 ft personalities, and responses to a questionnaire of 31 ft shops, all related to the theme “ft and yp”

Over 87% of the organizations surveyed had fewer than 10 YP

As for the role of YP in the Fair Trade shops, the vast majority of respondents carry out a civil service (63,9%), others are generic volunteers (19,4%); others roles have a very limited presence.

THE PERCEPTION OF FAIR TRADE BY YOUNG THAI PEOPLE

Summary of the much longer online survey made by Earth Net Foundation with 43 Thai youths (1530 years old)

The result clearly shows that the acknowledgment of Fair Trade among the youth Thai respondents was significantly lower than the acknowledgment of Social Enterprise while most of the respondents (63.79%) had no relationship with fair trade including being a consumer.

THE PERCEPTION OF FAIR TRADE BY YOUNG KENYA PEOPLE

FACTORS THAT HINDER YOUTH PARTICIPATION OR HAVE CONTRIBUTED TO LACK OF KNOWLEDGE OF FAIR TRADE AMONG YOUTH IN KENYA:

1. Insufficient knowledge on Fair Trade and their projects in Kenya

2. Lack of resources to participate in Fair Trade projects

3. Unfair competition from conventional products. Fair Trade certification not regularized in Kenya

4. Unfavorable Business conditions that does not allow youth to work on their project ideas. It is expensive to conduct business in Kenya for the youth.

5. Lack of investment in knowledge in learning the Fair Trade option for the youth.

FAIR TRADE VS YOUNG PEOPLE: THE PROBLEM MAP

Starting from the data collected by each YPSE partner, the first international meeting was dedicated to define the PROBLEMS’ MAP (finalized in the second meeting) which is the list of factors on which FT organizations can act to bring YP closer to FT. Participants to these 2 meetings agreed to group the PROBLEMS’ MAP in 3 Areas, which are: COMMUNICATION, ACTIVITIES, INTERNAL-ORGANIZATIONAL. They also agreed to recognize the Communication Area as the most problematic factor in disincentivizing YP’s participation in FT.

3.2 THE YPSE PROBLEMS’ MAP

The COMMUNICATION AREA (considered in its aspects of quality, quantity, contents) includes the following problems:

• Lack of Communication (insufficient, or not so visible)

• Message Quality (not adequate to Young People perception)

• Lack of knowledge about FT

• Lack of FT Promotion

• Branding (be able to connect FT with Young People mind-set, identity, emotions, needs…)

• Be able to raise Emotion

• Lack of Advocacy dedicated to show the FT impact on Young People life

• Lack of Peer to Peer communication (from Young to Young)

• Lack of use of successful stories

• Promotion of Certification: difficulties to recognize FT products vs others sustainability scheme

• Lack/insufficient relation between Fair Trade and Climate Change

• Languages not appropriate for new generation

The ACTIVITIES AREA (=being attractive and motivating towards Young People also depends on the activities that FT organizations carry out) includes ability to realize events/activities able to:

• Work with schools

• Raise emotion

• Directly involve Young People

• promote/encourage networking (contacts with others organization/context)

• going beyond generation gap (= create events not decided or involving mainly old fairtraders management or already existing volunteers)

The INTERNAL-ORGANIZATIONAL AREA part of the Fair Trade vs Young people problems originate within the Fair Trade organizations themselves, therefore it is not enough to communicate better or involve young people, if some internal limitations are not also addressed; this Area include:

• create events addressed to Young People (involving initiatives)

• work on the Fair Trade Gender inequality (address the reasons why to a majority of women involved in Fair Trade correspond their lesser presence in decision-making/management roles)

• work on Fair Trade Generation gap (= ability to delegate to Young People, involve them according to their attitudes and not downstream of what the senior volunteers decide, make them grow in managerial roles…)

• to formalize their experience as FT volunteers, to make it usable in their CV, careers, skills balance

• to consider products which features and/or selling price are adapted for new generation

ATTRACTING IS NOT ENOUGH: :MOTIVATING YOUNG PEOPLE TO PARTICIPATE AND REMAIN IN ORGANIZATIONS

Although this document aims at making FT more attractive to YP, by analysing the causes of the FT vs Youth problem, and by suggesting to FT organizations how to improve their communication and initiatives in this regard, it should be pointed out that for a successful involvement of YP as volunteers, what is done once entered into contact with them is fundamental, in order to facilitate their stay in FT organizations, or in any case to remain connected with the themes they care about.

We mention this aspect referring to the “work in progress” of another European project led by Altromercato (the Project VoW-Volunteering for Sustainable World, ending in January 2024), whose partners are 2 European FT organizations (Oxfam-Magasin du Monde/Belgium, OxfamIntermòn/Spain), other organizations involved in volunteering (CSVnet-Centro Sviluppo Volontariato/Italy, EFA-Equipe Formatori Associati/Italy, ENTER-European Network for Transfer and Explotation of EU Project Results/Austria), and the Rotterdam School of ManagementErasmus University/Netherlands, whose objective is developing skills to promote youth volunteering within the Economy and Sustainable Development sector. From their document “The host organization - analysis of the conditions for managing and valuing volunteers” we extract some lines, with the sole purpose of underlining the importance to be given to the issue of how to keep young volunteers within FT organizations, which is complementary to their engagement into them.

SHORT

NOTES

EXTRACTS FROM

THE PROJECT

VoW-Volunteering for Sustainable World: Welcoming, Managing and Development of tools and services for volunteers are the core of a strategy to improve their engagement and participation in the organization’s life. Referring here only to Welcoming, its key characteristic are:

1) PROCESS: welcoming is an ongoing process

2) COMMUNICATING: being clear about tasks and expectations

3) LISTENING: taking into account a volunteer’s skills, desires, and availability.

TEvery organization has a different welcoming procedure, important both to ensure that volunteers find their place in the organization and allow them to feel that their contribution is valued and appreciated. In general, key elements of welcoming are:

> Warm welcoming: inviting new volunteers to be part of the meetings, the WhatsApp groups and other informal gatherings such as birthdays celebrations, etc…

> Welcome pack: giving new volunteers the basic information concerning training, logistical support, and the legal conditions for a volunteer activity

> Meeting in the middle: being able to adapt the volunteering opportunities to the volunteers (“open doors” principle).

When volunteers are active in the organization, giving credit and rewarding their effort is also important to keep them motivated and active. Some examples about how to do it:

> Annual report about the volunteers’ activities, achievement, added value

> Issuing certification of the fact that they are volunteers or that they have been volunteers

> Celebrating with them the 5th of December (International Volunteer Day)

> Including them in the decision-making process: members of the board, general assembly…

> Sending letters/messages to thank them

> Offering discounts

> the Board/Management meeting with all volunteers

> Organizing meetings at local and regional level

> Including them in the construction of campaigns/advocacy initiatives.

See the VoW project presentation and results on www.vow-project.eu

4.THE PROPOSALS

The YPSE project does not set itself the goal of solving the root causes of the reduced participation of YP in FT. In a context of global social changes (see chap. 3), unrelated to the FT, the contents that follow - 100% elaborated by the YP who participated in national and international meetings - aim to suggest to FT organizations ways of communication and activities that can put them in better contact with YP, make them more visible to them, and better able to involve them in FT both as volunteers, possible consumers, and ambassadors of its values. The following proposals could be perceived as almost obvious, or vice-versa too complex. This also happens because the Proposals’s chapter was designed to be useful for the heterogeneity of FT organizations (well represented by the YPSE project partners), and the contexts in which they operate. We therefore invite you to consider the whole set of proposals, and the connections between them, as a list where to possibly find something useful, keeping in mind the final ambition of the project: stimulating innovation to make FT organizations more resilient, updated, and adaptable to current and future social changes which affect the entire society and not only YP.

4.1 LANGUAGE (how to communicate)

The key to avoid an outdated communication of today’s global issues is a change of narrative, whose first step is a process of renovation of the communication internal to the FTOs themselves. This requires a deep research of self-awareness for FTOs, identifying those values which can be shared with the younger generations and approaching their narrative of them. YPSE participants have identified two main aspects upon which FTOs should work on if they want to improve YP’s engagement in FT: communication with YP on the one hand, and events and activities directed to YP on the other. This section contains suggestions for a more effective communication with YP, both in terms of contents (what to communicate), language (how to communicate) and means (how to disseminate/spread a message)

COMMUNICATE WITH YOUNG PEOPLE: GENERAL CONSIDERATIONS

FTOs communication with YP should take into consideration a number of general elements

A1 Use of social media and new forms of communication

As a first step to create and spread FT contents among YP, it is indispensable for FTOs to use social media and new, “young”, up-todate languages of communication. In particular, the predominance of images and of informal languages that characterizes modern means of communication gives the possibility to FTOs to better reach out to YP and get to know their ideas and opinions about FT issues. Indeed, for any form of communication to be successful, it needs first and foremost to use and adapt to the channels employed by the addressees, i.e. in this case YP.

A2 Investigation of Young People’s habits

Not only the means through which the message is diffused need to be up-to-date with current trends; contents also need to follow the same logic. In order to communicate effectively with YP, it is essential for FTOs to investigate and understand their YP’s lifestyles, values and principles. Only if these elements are systematically analyzed by FTOs and translated into meaningful insights into their communication activities, it is possible to send a pertinent and impactful message to YP. The success of FT communication also depends on the ability of organizations to speak to YP using their language and going at the heart of what matters the most to new generations in different countries

A3 Storytelling adapted for producers and importers

Even though FT is a worldwide reality, the YPSE project itself has underlined how it does not share the same characteristics in each partner country. This multidimensionality needs to be expressed in the communication of FTOs through, among others, a distinction between producers and importers’ countries, both at content and language level. As a consequence, also the storytelling and the narrative employed to come into contact with YP must take this distinction into account.

A4 What can FT bring in YP’s lives?

Attracting YP to FT doesn’t only mean underlining what they can do for FT, but also what FT can do for them. In order to reduce the distance between FT and YP, it is crucial to highlight how YP can benefit from their action in FTOs. Stressing the contribution FT can give facilitates the process of engagement of YP in FTOs and their willingness to take action within them.

B) DISTINGUISHING BETWEEN PRODUCERS/IMPORTERS, RURAL/URBAN AREAS

As the network of FTOs worldwide is made both of producers’ organizations (mainly based in the Global South) and importers’ organizations (mainly based in Northern countries), the goal of engaging with YP takes a different meaning depending on the context.

B1 Producers vs Importers

The language organizations use to reach out and communicate with YP should reflect the nuances in FT from the producers’ side and the importers’ side. In importers’ countries, in fact, YP approach FT mainly as volunteers and activists, while in producers’ countries they often come from families of producers and might be the ones to run the family business in future. Clearly, communicating with possible volunteers is different from communicating with possible producers: not only the goal of communication varies (e.g. “recruiting” new volunteers or possible new future producers), also the background stories of the addressees are different (e.g. cultural and educational diversities, or living in urban or rural areas). FTOs should take these differences into account when reaching out to YP and carefully design the content, language and means of communication to engage in a dialogue with younger generations.

In a producers’ country, attracting YP could mean highlighting the benefits of producing for FT compared to the traditional market. This could be implemented through informal meetings with producers who share their stories with other community members and tell about their experience with FT (What does it mean to be a FT producer? How does the mechanism of fair pay affect the life of producers? What are advantages/disadvantages exist in being part of the FT community?). In importers’ countries, instead, communication with YP might rather focus on how FT contributes to raising awareness on social issues that speak to YP’s values and lifestyles, for example the fight against climate change. In this context, therefore, YP might be better engaged with through events and campaigns that underline sustainable aspects in FT, and the opportunities to become climate activists within the FT movement, finding in it a fruitful ground to express their values.

Urban vs Rural

In order to better approach YP, it is also important to communicate with them through their own language and expressions, as this improves communication and helps narrowing the distance YP often feel with the world of FT in general. Yet, habits and slang used by YP differ across the globe, and they are often influenced by specific cultural and geographical factors. In this sense, not only is it important to distinguish between importers’ and producers’ countries, but it might also make sense for FTOs to identify whether the target of their communication are YP living in big urban areas or in rural districts. Again, when approaching YP in these different contexts, FTOs should adapt their message in terms of content, language and means of communication in order to convey their messages as effectively as possible.

C) EVENT/ACTIVITIES

FT events and activities are not only “actions”, but a powerful tool to communicate and socialise YP to FT as well, supporting their engagement in FTOs (see next section). How these events are promoted and what is communicated during these events is therefore also essential to effectively communicate with YP.

B2

C1 Events that show FT’s intersectionality with global issues

A key element to attract YP to FT is that of designing engaging events and activities and promoting them through those channels best suited to convey a message to the younger generations. YP today show interest in a number of social issues, all somehow related to the SDGs, which they learn about throughout their educational career. Nonetheless, some issues appear to be more appealing to younger generations, as they are well suited to be used by associations, NGOs, social enterprises and even the cultural industry as lens through which interpreting other, connected, global concerns. Good examples in this sense are climate change, immigration flows and food security, which today are more popular among YP than FT. It is in fact through the lens of these categories that YP look for information and experiences in volunteering, in the job market and for their academic career. What probably is not immediately evident to the eyes of YP and that therefore hinders them from approaching FT is the intersectionality of the FT movement and its values with these other concerns. Cornerstones of FT’s ideology today are the dignity of workers and a fair pay, which however also mean gender parity, food security and the production and retail of organic products with a lower environmental impact. Communicating these aspects to YP in effective way is essential for FTO that wish to include the younger generations in the life of their organizations.

Organizations like Altromercato, Green Net, Norandino and Meru Herbs belonging to the WFTO network work everyday with the management of concrete initiatives that address global issues such as climate change and social injustice, leading to exploitation, migration and poverty. Hence, in the context of their events, FTOs should highlight the intersectionality of the issues FT producers face in their daily life, using data, video-stories, illustrative images and even academic and popular literature. Events such as the presentation of a book, a meeting of FT producers with the local community, activities in schools and universities are all great opportunities to communicate to YP (and the wider public) the impact that FT projects have on the quality of life of the people, and to show how the movement is a 360-round solution to the issues generated by consumerism and the related global production system. Another foresight FTOs might decide to adopt to underline the intersectionality of FT with other global issues is the use of an “inclusive language” throughout their communication activities

Example

online and in person. This is a clear and direct way to show YP that FT cares, inter alia, about gender issues.

Yet, the use of inclusive language today is a sensitive topic in some countries. Communication of and in the events in producers’ countries might be more effective if focusing rather on the impact FT has on the life of producers themselves. Hence, the same events in producers’ countries might involve the presentation of FT workers’ personal experiences, where they share with YP their story and the benefits connected to a fair pay, thus involving them in their entrepreneurial FT reality.

C2 Coordination among FT partner countries in the promotion and communication of events

Participants to the YPSE project have uncovered a lack of coordination among the different FTOs in different countries, especially concerning the promotion and organization of events. When devising activities at local, national or even international level as in, for example, World FT Day (see F2), connecting different FTOs in a common network improves the success of the event and its popularity among YP. The existence of different FT realities across countries, who all share the same values and needs as part of the WFTO network, is a resource that should be exploited and not overlooked by FTOs, especially in their communication activities.

One of the suggested solutions is connecting similar events via social media through the sharing of a common hashtag (e.g. #worldfairtradeday, #fairtradeaperitif, #fairtradeevents or even #fairtradefortheyoung), thus widening the resonance of these events on the internet.

On an even simpler basis, reaching out to members of other FTOs who might be interested to contribute to, for example, an interview during a FT event directed to the community or the students, is another way to improve the network of existing FTOs and communicating the presence of FTOs on the territory.

Promoting and coordinating events/activities among different entities at local, national and international level, then, could be improved by the design of a common calendar where these events/activities are inserted, thus facilitating the research and participation of YP on the one hand, and the coordination by FTOs on the other. YP volunteering and working in the FTOs could be given the chance to update and work on this calendar, something which would also ease YP’s chances to remain up to date and adhere to such proposals.

C3 Communication of Fair Trade’s experiences for Young People

But coordination is a key aspect of FT communication not only among FTOs, but also when it comes to other similar organizations, where synergies can be explored and exploited. Hence, it is also important that FTOs find new and multiple channels to communicate to YP the different initiatives FT has to offer to them. Therefore, whatever concerns proposals directed to YP to participate in FT projects, campaigns, events, and activities is to be diffused not only through social media, but through different and innovative channels, such as: universities’ newsletters, mailing lists, civil service platforms. Clearly, this requires partnerships and coordination at local, national and international level, and it is thus also important that such events and activities are spread also through the communication channels of FTOs and NGOs themselves. Coordination with organizations outside the FT movement, such as associations and other entities that directly work with younger generations under different perspectives, widens the chances of diffusion of the different FT initiatives.

Example

Many universities require their students to attend an internship in their academic career. FTOs, as other NGOs, are well suited to host YP for similar activities, given the high degree of social engagement they have with global concerns, which are the same dealt with also at university level. A way to communicate internship opportunities (or even only events opportunities) within FTOs is that of seeking a partnership with students’ associations who manage universities’ newsletters and inserting the internship vacancy inside these newsletters.

D) NETWORKING

The theoretical, ethical, and communication models underlying FT can appear remote and outdated when compared with the world younger generations are growing in, as the world faces new challenges and rapid societal changes. The risk for FTOs in this context is that of using an incorrect and outdated communication, presenting itself as a reality that tackles only minor and outdated issues, or issues relevant only to a small number of communities. Networking with other organizations who rely on (young) activists to bring forward common social issues is a way to improve the communication of FT and its values to the outside world.

D1 Young People’s narrative of social issues and peer-to-peer education

Once acquainted with YP’s feelings and perceptions of FT (see above proposals), FTOs should involve YP themselves in their FT advocacy activities, by trusting them with the role of advancing FT values and beliefs with their peers.

YP, in fact, are those in the best position to effectively communicate with their peers, as they hold the right communication tools and share the same language and vision of the world. Moreover, the power of social attractiveness and imitation can, in this context, prove positive: if helped and supported by FTOs, YP can prove to be effective, engaging role models. Yet, for an effective peer-to-peer communication, YP activism and engagement needs to be fostered and helped to grow, both on a value and practical basis. On the one hand, YP should be allowed to re-read the values which animated the earlier steps of the FT movement according to their own sense of equity and justice; on the other, they should be given the appropriate spaces, instruments and, not least, responsibility, to practically realise peer-to-peer communication.

This is the best chance to discard FT’s potential appeal towards YP from the outdated image it sometimes presents in some contexts.

A simple way to engage in peer-to-peer communication is to have young volunteers/workers organising and presenting FT events, devised as events “from YP for YP”. Young volunteers might for example select a book which, in their opinion and considering current tastes and interests among their peers, well presents a specific global issue connected to FT.

The author of the book could be invited to the event, where he/she will be interviewed by the YP themselves, and the meeting could be followed by a more inclusive party/social gathering, FT products are served and where YP can answer the questions of other YP present and willing to learn more about FT and its initiatives.

On behalf of the FTOs, this requires first of all trust in the YP organizational skills. Secondly, support in providing YP with training or (digital) devices, help in bureaucratic matters, or simply information about opportunities with peers from other organizations.

Example

D2 Going off the beaten path of communication to foster external and internal networking

Another communication-related aspect that can hinder networking in FT is the use of too consolidated communication schemes that are often intelligible only to FT volunteers and operators, who have a long history in the FT movement. This not only keeps potentially interested YP away from FT as single individuals, but it also creates distance among the FTOs themselves, and prevents them from effectively networking with other organizations who either work in the same territorial area, or promote similar social goals and values. In order to approach these realities and to be able to highlight common values and create synergies, FTOs should go “off the beaten path” and adopt a different communication style, a more general and comprehensive perspective. Terms and expressions typical of “internal” FT language need to be confronted with the common language and re-shaped in order to become clear and understandable also to the “external” public, creating connections instead of distance. Communication contents and terminologies need thus to be rethought and adapted accordingly, in order to create a shared narrative which facilitates networking and connection. Once again, the process is about reinventing contents and values that already belong in the FT movement, but giving them new shapes and perspectives.

Example

An example of social movement that shares values with FT is the FridaysForFuture movement, also engaged in awareness-raising actions on the fight against climate change. Networking with movements like this is key to gain visibility among the realities that advocate in favour of the protection of the environment, yet each movement approaches this issue from its own perspective, which it translates into its communication strategies. In this context, therefore, FTOs should analyse common trends in terminology and ways to convey the environmental message, avoiding to resort to its well established but sometimes less intelligible expressions. In this case, for example, questions FTOs should try to answer are: How does fair pay contribute to environmental sustainability? What about FT’s conception of environmental protection is shared by other NGOs and social movements? Where can FT and these other organizations work together?

The concept of sustainability can be another useful example in this sense. Sustainability, in its three connotations (environmental, social, and economic) holds a nuanced and slightly different meaning for different subjects - this holds for FT as well. Searching for a different narrative and reaching out to other organizations to create synergies means, in this case, recognizing that sustainability can have different meanings for other entities, and that maybe the meaning it acquires inside FT might not be as immediately comprehensible from the outside.

4.2 THE ACTIVITIES (what to do)

Besides the improvement of communication activities, the other aspect identified in the context of the YPSE project for a better involvement of YP in FT is the design of events directed explicitly to younger generations. This section presents suggestions by YPSE participants for the creation, leading and promotion of events for YP, having both an engaging and informative feature.

E) INFORMING AND EDUCATING YOUNG PEOPLE

As underlined in the previous section, one of the strengths of the FT movement is its experience in designing projects and solutions that concretely improve standards of living of its participants. FT events for YP should highlight this aspect.

E1 Showing how Fair Trade changes the system

One of the greatest benefits of FT compared to traditional trade is its capacity to improve the quality of life of the people involved in it, both at micro and macro level. Setting up events that educate and inform YP about this fundamental characteristic of FT is very important for FTOs who want to convey the FT message to younger generations. At the micro level, in fact, FT implies not only better standards of living for producers or higher quality products for consumers: any participant in the FT network contributes to and benefits from fairer business and personal relationships. This means YP too can benefit from being part of the FT network. Thus, FTOs should take into consideration the ways in which FT is able to improve the quality of life of YP both in producers’ and consumers’ countries, and stress these aspects when organizing information campaigns and educational activities. At the macro-level, instead, FT offers a concrete alternative to a market that is exploitative of the people and the planet, contributing to creating a fairer global system. Again, FTOs should make emerge more powerfully their role as trend-setters in the field of social, environmental and economic justice. Designing events that present the role of FT in improving standards of living worldwide, and its capacity to make an impact compared to where it is not present, is key for it to be able to communicate itself successfully to younger generations.

Example

In producers’ countries, where YP often belong to families of producers, FT contributes to better standards of living as it guarantees workers a fair pay and allows them to run their own business, access financial credit or simply send their children to school. In this context, information and education of YP might be most effective when focused on the practical benefits of FT as compared to traditional trade, as well as on its capacity to embrace and contribute to United Nations SDGs in its daily activities. In consumers’ countries, instead, FT’s role in improving the quality of life of YP might be read from a different angle. In this case, YP benefit from the chance to insert valuable experience as volunteers in the CVs or, for example, by wearing clothes and eating food that respect the human rights of artisans and producers. These are aspects to build in the design of FT events.

It goes without saying that, as the general language through which FTOs communicate with YP should take into consideration differences between producers’ and consumers’ countries, also information and educational events should reflect the same nuances, both in the design and communication of and during the activities. FTOs should adapt storytelling to the different contexts, promoting (e.g. through short videos) the stories of producers, consumers, volunteers involved in the FT network and actively underlining the different impact FT has on the different participants.

Example

A number of useful online platforms providing FTOs with games and activities to educate about FT values already exist (see for example the experience of Fairtrade U.K . or Fair Share. Looking into these resources for activities designed to explain the differences between producers’ and importers’ countries is already a good first step to account for the differences among FT’s partner countries and inform YP about them.

E3 Express Young People content and communication

FTOs should work on the production and promotion of content that is expressly dedicated to YP. From social media to in-person FT events, in fact, FTOs too often feed YP with the same contents, topics and means of communication that have been elaborated for the wider public and in a general FT context. This results in ineffective communication and widens the perceived distance between YP and FT. FTOs should instead differentiate

E2 Producers vs Importers, again

activities and communication, elaborating social media content and organising events that have YP as specific target. In this context, it might be useful for FTOs to stress the links between FT and global issues that matter to younger generations, such as climate change, gender issues, organic food and farming. In the case of climate change, for example, FT can actually rightfully claim a place for itself among the different organizations and movements that fight for the protection of the environment.

Example

In importers’ countries, one of the most frequently used form of event organized by FTOs is that of the book presentation.

These are used as starting point to discuss about other FT related issues, such as climate change, workers’ rights, women’ empowerment. In order to be more attractive for YP, the same issues could be dealt with in, for example, social aperitifs where FT products are served and where young volunteers have the chance to present FT and its values to other YP, in the form of peerto-peer education (see also D1).

Swap parties are another example of engaging events that represent a great opportunity to present FT and raise awareness about, in this case, the effects of fast fashion on the people and the planet.

E4 Why are Fair Trade prices higher? Or, better: why is the cost of traditional products lower?

One of the greatest access barriers to FT for YP, especially in producers’ countries, remains the price of its products. Since the cost of the product itself is not easy to modify as it is based on the very values of the FT movement (the “Fair Price” principle), it is very important that FTOs dedicate specific communication campaigns and information events that carefully explain why the cost of FT products is higher than traditional products (or, better, why the cost of traditional products is lower compared to FT products). It is very important that FTOs do not overlook the issue of price but rather acknowledge YP’s difficulties in accessing FT products. This could be achieved through specific infographics that explain the price components of FT products (what are the revenues of to the producer, the organization and the shop) or information events dedicated to the explanation of how FT prices work (e.g. how some of FT commodities are subject to changes in the exchange rates). The overall idea is that of turning prices from a problem that hinders YP’s access to

FT into a key element to socialize YP to FT and explain the features of the movement. In the latter case, FT prices become a powerful topic to engage YP also in producers’ countries.

Example

FTOs could design an information campaign on social media that once a week posts the picture of a FT product which is divided into parts, each one representing the percentage of money that goes to the producers, the organizations and the shops, compared to the picture of the same product in the traditional market with the same price explanation.

The issue of FT prices could also be tackled establishing small discounts for students to apply in specific circumstances: a “students’ friendly day” on a specific day of the week with discounts on products typically part of a student’s diet (coffee, pasta, sugar...) or a “students’ box” containing the same discounted products.

Another suggestion is that of establishing a collaboration with students’ unions in universities to organize information events that offer activities and discussions focused on the FT prices issue (see also G2).

F) PROMOTING FUNNY ACTIVITIES/ENGAGING EVENTS

MAKE IT FUN! Learning and becoming passionate about something it’s easier when done in a fun way. Especially for YP. This yields also for FT and FTOs.

F1 Actions of networking

FT’s struggle in gaining new members among the younger generations seems paradoxical when one thinks of the social issues they are engaged in today. YP are in fact very active in a number of movements and organizations that address social and environmental concerns. One of the issues in this sense is that, compared to other similar realities, FT events are less engaging for younger generations. A fist step for FTOs is therefore that of imagining new forms of events/activities to make FT known to YP and communicate its values. As a second step, designing fun activities is easier when in partnership and coordination with other realities already operating in this context.

Esempio

A good example of alternative realities that work for social and environmental justice are FridaysForFuture, Fashion Revolution, Extinction Rebellion, Greenpeace etc. The idea is that of

organising collective actions as flash mobs or mass mobs or, more in general, creative and artistic activities engaging for the younger but also able to convey a message to the wider public. Not only that, the activity of networking with other realities engaged in social issues could cover also training activities for YP managed by other YP, so to ease as much as possible an horizontal sharing of knowledge and values, maybe supported by more experienced FT operators. Moreover, FT topics and issues can be expressed and communicated through different artistic forms as exhibitions, plays, podcasts, songs, and all modes of expression that are well suited to engage YP at different ages and school levels. Lastly, fun activities can engage YP also at social media level. In particular, YPSE participants suggest the creation of Q&A sections on social media, with a view to disseminate FT values through involving communication campaigns.

F2 Local, national and international Fair Trade events

On the back of the idea of designing engaging events/activities for YP, it is important that FTOs do not only improve their networking activities with other organizations involved in the fight for social and environmental issues, but also that they take the initiative and carve out a place for themselves in the national and international activism scenario. This translates into actively joining programmes already developed by other NGOs, universities and associations that deal with topics connected to FT, but also advancing new proposals that could find a space in the context of festivals, summer camps and, more in general, collective and mass mobilizations events. The underlying idea is, again, that of devising activities based on a mutual sharing of knowledge and training led by YP of different FTOs both at local and national level.

Example

In this context, an important role is played by the FT International Day. This event represents a great opportunity to present and promote FT values and recruit new (young) volunteer/activists with engaging activities, as it is the case for other, more famous, international days, such as the International Human Rights Day or Earth Day. Indeed, awareness- raising events dedicated to YP are as successful as they involve other YP; thus it is important for FTOs to create a network and connect YP worldwide to share their experiences about the movement, especially since they vary a lot from importers to producers’ countries. Cooperating with local authorities, then, might be translated into, for example, exhibiting a FT stand at local food markets and festivals which often animate cities also at local level. Lastly, the creation of a common calendar of activities would facilitate access and participation to events at local, national and international level. In this context, one of the actions that could see YP involved in by the FT shops could be precisely that of leafleting or make FT visible in the in places where other YP are used to hang out.

G) VALUING YP’S CONTRIBUTION TO FAIR TRADE

What sometimes holds YP back from getting involved in the world of activism is a general sense of powerlessness in front of a world that too often seems to take a turn which is contrary to what they believe in and would want to achieve for the future. YP are often blamed for not being active enough, yet they are seldom given the tools to realise their ideas. Trusting YP with some degree of responsibility is another important concrete action, as supporting their initiatives is a key element to engage YP in FT.

G1 Trusting Young People with decisional power

One of the crucial elements of a better involvement of YP in the FT movement is the need to recognize them a greater decisional power within FTOs.

YP are often enthusiastic and able to come up with innovative ideas, besides also having a better knowledge of current trends and popular tastes, but they will not be attracted by (nor will they decide to remain active) in realities that do not allow them to actively participate in the life of the organization and that do not trust them with the capacity to realize some of these ideas. It is therefore fundamental to give YP the space and the time to express their ideas and points of view in the FTOs and World Shops’ decisional area.

This can be realized in 2 main ways.

Firstly, through the creation of the opportunity for YP to conceive and to create “new things”, such as products whose features are adapted to YP lifestyles, values and principles.

Secondly, through the inclusion of YP in activities related to technology and communication, such as the management of web-sites or the organization of new FT events.

G2 Fair Trade Ambassadors

The goal of realizing a bridge between FTOs and YP can also be achieved by the creation of the figure of “FT Ambassadors” (see Appendix). By reason of their role, they would pursue and be responsible for, among others, pursuing three main activities.

Firstly, establishing contacts with local universities and schools, considering that they represent the social structure where YP spend most of their time.

Secondly, spreading the FT values in these and other social realities where YP are active. These include not only other associations and organizations that bring forward values

similar to those of the FT movement, but also, for example, students’ associations at school and university level, that already involve the younger into engaging social events and that may be interested in synergies with FT organizations. Thirdly, FT Ambassadors would have the role of engaging in the management of the most relevant issues for YP, such as the discussion in the importers’ countries about the damages caused by fast fashion, or the one about the role agriculture has in the economic and social fabric of these countries.

Example

FT Ambassadors, once into contact with students’ associations in universities (FT Ambassadors could also maybe be members of these associations and elected therein) would be present at the associations’ events to represent FT and its values, and they would themselves organise and promote specific FT events directed to YP in cooperation with the associations. They could also manage a specific email address that students could write to for any doubts they might have about FT, or in the case they wished to organise an awareness-raising event and needed someone to talk about environmental or social issues, or in the case they simply wished to become volunteers or start an internship in an FTO.

H) FAIRTRADE EXPERIENCES FOR YOUNG PEOPLE

There is no better way for getting to know something new than learning by experience. YP should not only be asked to contribute to the FT movement, they should also be offered opportunities to experience by themselves and touch with hand the world of FT. Once personally experienced, in a fun and engaging way, becoming a FT volunteer/worker becomes a lot easier.

H1 Producers with importers, this time

FTOs should promote concrete contacts between YP and FT realities, in particular with producers. This could be implemented through different kinds of “FairTrade experiences”, ranging from field trips to producers’ plantations and production facilities, to internship programmes in FTOs, or even to eco-turism and “FT stays” in e.g. producers’ villages.

This would not only allow YP to experience FT in person and get to know its mechanisms and benefits, but also to value and connect the existing FT network at a wider scale.

FT experiences as those mentioned above would definitely be a fun and appealing way for YP to engage in FT. Yet, they also represent an opportunity for FTOs to collect best practices and train YP, empowering them to advocate in favour of responsible consumption and sustainable development with other YP.

Example

THE YPSE project itself! The process of training of YP of the YPSE project at national and international level has allowed participants to experience in person how FT products are produced, getting to know in person producers and members of other organizations, learning and making their own the values of the movement. Also, the activities of the project have allowed YP to connect among themselves and create synergies beyond the project itself.

H2 A common platform for Fair Trade experiences

To facilitate the process of selection of “fair-trade experiences” on behalf of YP, it could be useful to create a common platform (e.g. at international level on the WFTO website, or on the websites of the different organizations at national level) dedicated to inform YP about internships, tourism or visiting opportunities in FTOs.

This could be a further way to engage YP in the FT cause and further strengthen the cross-border relationships between organizations of the FT network.

I) A NEW GENERATION OF YOUNG AWARE CONSUMERS

YP do not only constitute a resource to further FT values to other YP and the wider public, they also represent a cohort of potential consumers! Again, though, more attention should be paid to what kind of products are presented to YP and how they are marketed.

I1 Targeted actions to promote Fair Trade products purchase by Young People

While the high quality of FT products and their priceless ethical value often compensates for the higher economic profile in the eyes of whealtier social groups, this is not always the case for younger consumers. Being often students or workers with a modest income, YP may not choose FT products - even though they know their worth - because of their constrained budgets. Besides acting on the price itself and its communication (see E5) a few solutions can be advanced to tackle this issue, depending on the context and on the kind of YP targeted (university students, young workers, etc…). Whether they are long- or short- term solutions, though, the starting point for FTOs is the need to investigate and understand the consumption habits of younger generations (category of products purchased, how frequently they buy, for which reasons, who and what influences their consumer choices…), actively involving them in this process of assessment with initiatives targeted specifically to them, or carried out by YP for their peers. This constitutes a long term activity and might even lead to a deep rethinking of the structure of the FT shops, and of their product offer. One last key aspect on the commercial profile can be traced back to, once again, communication. In order to reach YP as consumers, they need to be addressed with campaigns targeted specifically towards them, built for their sensitivity, according to their tastes, and broadcasted on the media they regularly visit (mainly their favorite social media). Involving YP in the different activities of FTOs and, once again, in their communication tasks, is key to make FT more attractive for younger generations and ensuring that its values and beliefs will survive to the challenges of the present and the future.

Example

Involving YP in the process of assessment of their peers’ consumption habits could mean designing an interview (young trainees in FTOs could be given this task) to be carried out by YP themselves in the streets of their cities. Having YP interviewing other YP in an informal context as the one suggested might not only facilitate the gathering of data (YP might be more open to

be approached and answer the question of other YP), but it might also be a good opportunity to get FT known. These interviews might be filmed and posted on social media in the form of stories/quizzes. On a longer-term basis, FTOs might decide to design specific lines of products targeted towards YP and considering different ages and needs (a person who is 18 years old or in their early twenties usually has a quite different consumption style and sensitivity from one reaching their thirties). These product lines could include low(er)-cost items, and/or packaging resulting attractive or functional for younger consumers (e.g.: zero waste packaging, improved aesthetics, and so on).

5.THE YPSE YOUNG PEOPLE:

• THE VOW-Volunteer for a Sustainable World Project

The VoW project (Volunteering for a Sustainable World), leaded by Altromercato and cofunded by the European Union, deals with the topic of volunteering in Europe as one of the major engines of social commitment in general and, in this case, FT. It aims, on the one side, at providing volunteers with the necessary knowledge and skills to make a meaningful impact on the sustainable economy and, on the other, at developing FT operators’ capacity to involve volunteers in their activities by strengthening the conditions for volunteering in their organizations and experimenting new forms of community engagement. As such, the VoW project provides meaningful insights on the engagement of volunteers that can prove to be useful also in the context of the YPSE project.

• EPSA-European Students Ambassadors

The “FT Ambassadors” suggestion was modelled on the figure of EU Career Ambassadors, i.e. students elected in a number of universities across the European Union who have deep knowledge of the functioning of the European Union and its career opportunities, and that serve as referee for any student willing to know more about the EU, its internships and job calls. In the context of FT, Ambassadors have been imagined as students at university level who serve as referee for questions YP might have on FT (how does it work, how and where to become a volunteer, what are the internship and job opportunities within FT organizations), and as points of contact also for students’ associations and other organizations that may be interested in organizing joint events or activities.

• The EU WISE PROJECT

The EU Wise project is an Erasmus+ project that deals with the training of young citizensconsumers on the issues of sustainable development and responsible consumption, with a view to empower them to design collective actions that can further socialize other YP to these topics. It provides a number of “pilot actions” carried out by YP in the different partner countries (Italy, Belgium, Poland and Romania) that can serve as powerful example of engaging activities not only to involve the youth in FT, but also to communicate its values to the wider public. A description of these pilot actions, together with a list of best practices for responsible consumption, can be downloaded from the website of the project, a useful tool also in the context of the YPSE suggested activities.

CREDITS:

The main Authors of this and other YPSE product are the Young People involved in national and international meetings. They are:

YPSE PRODUCTS COORDINATORS: Giorgia Dal Fabbro, Sofia Giunta, Elena Grandi, Aldo Sorarù

From ITALY:

Giorgia Bertozzi, Beatrice Campisi, Elena Carrea, Michela Cecconi, Agnese Ferrari, Eleonora Frasson, Laura Frigerio, Francesco Gianola, Maddalena Pace, Gemma Pinzani, Mattia Schepisi, Elisa Sella, Carla Spagnolo, Emma Zambarda

COORDINATOR of the ITALIAN YPSE Young People Group: MARTA BENINI, MARTA FRACASSO (Altromercato)

From KENYA: Joy Kangai, Esther Kendi, Milka Nyambura, Moureen Kiende, Gideon Mutegi, Jackson Mutuma, Daniel Rugendo, Ian Ngugi, Millicent Mwololo, Jake Ellis Kuria, Brian Murimi, Martin Wachira, Brian Aluora, Felix Onyango Timothy Mutuma

COORDINATOR of the KENYAN YPSE Young People Group: Sally Kimotho, Charity Njoki (Meru Herbs)

From PERU:

Anny Silupú, Claudia Vasquez, Andrea García, Karlita Zurita, Jorge Alvarado, Max Castillo, Ana Ramos, Luis Sosa, Ana Peña, Keila López, Evita Jiménez, William Chinguel, Hernán Flores, Sayby Berrú, Andrea Villarruel, Edwin Cruz, Juan Carlos Garcia

COORDINATOR of the PERUVIAN YPSE Young People Group: Maira Lopez, Segundo Rojas (Norandino)

From THAILAND: Krongthong Pimsor, Niparat Taveprungsenakul, Nuttayaporn Sangpet, Phornchanok Wisriya, Narisara Charoensap, Piched Khammeekaen, Warinda Tirdtrakool, Watcharapol Parthumthong, Pa-Kwan Panyatona, Napawit Nonthakaew, Pimchon Puanya

COORDINATOR of the THAI YPSE YOUNG PEOPLE Group: Vitoon Panyakul, Veerasuda Sriratanasomboon, Sakonwan Kaewsomboon (Earth Net Foundation)

GENERAL YPSE PROJECT COORDINATOR AND TRAINER: GIORGIO DAL FIUME (Altromercato, Italy)

A big thanks to the ALTROMERCATO BRAND STRATEGY AREA, which contribute to all ypse products: ELISA COSTA, ROBERTA PEDONE, SIMONA PLACCI, MARIA POZZATO

The YPSE-Young People for Sustainable Economy has been promoted and coordinated by ALTROMERCATO (www.altromercato.it), Italy

PARTNERS: